Elizabeth Meckes, Head of Digital Engagement at Amnesty International shows us how to map out a global crisis.

1. Responsive global campaigning in an evolving social landscape
MAPPING A
GLOBAL CRISIS

2. MAPPING A GLOBAL CRISIS
OVERVIEW

3. THE CHALLENGE
MAPPING A GLOBAL CRISIS
• Crisis pose a particular challenge
• Difficult to define: at what point does an ongoing situation
become a crisis and need a response?
• Amnesty doesn’t have a tangible product
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4. THE OPPORTUNITY
MAPPING A GLOBAL CRISIS
• Amnesty has a vast, widely-dispersed, and diverse audience
• Huge potential for grassroots mobilisation
• Allows us to engage in meaningful conversations
• Inspires audiences to take injustice personally
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5. WE CAN ALL BE HUMAN
RIGHTS ACTIVISTS
MAPPING A GLOBAL CRISIS5

6. MAPPING A GLOBAL CRISIS
CASE STUDY:
PEOPLE ON THE
MOVE

7. PEOPLE ON THE MOVE: GLOBAL REFUGEE CRISIS
MAPPING A GLOBAL CRISIS
• Amnesty has a long history of working on Refugee and Migrant
Rights – multiple campaigns
• September 2, 2015: Photo of Aylan Kurdi hits the web, causing
a global outcry
• Amnesty’s core work on refugees and migrants particularly
resonates with a larger than ever audience
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8. PEOPLE ON THE MOVE: GLOBAL REFUGEE CRISIS
MAPPING A GLOBAL CRISIS
• Tailored our digital assets to the conversation
• Decided on use of correct hashtags for maximum impact –
horizon scoping
• Audience analysis informed tone of voice
– We kept the message strong but positive
• Unified online actions with clear objectives
– Search and rescue
– Safe and legal routes
– Resettlement
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9. MAPPING A GLOBAL CRISIS9

10. PEOPLE ON THE MOVE: GLOBAL REFUGEE CRISIS
MAPPING A GLOBAL CRISIS
Using crisis response – reactive – to inform long-term planning
Build towards long-term outcomes with a broader narrative
• Integrating multiple campaigns
• Iterative optimization
• Diversifying content – audience first, channel first approach
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11. DATA-DRIVEN DECISION MAKING: SEARCH
MAPPING A GLOBAL CRISIS
Using Google Analytics we determined how users were finding our SOS Europe/Refugee
related content
From this data we found that users were looking for ways to help refugees
We also noticed that they were not engaging with our SOS Europe/Refugee content as we
hoped
• Bounce rates worsened – an indicator of engagement
We decided to change our content so users had a chance to help
• Digital action
• Bounce rates improved again
We also modified content in response to keywords being used on Google to make it more
findable
• Improved SEO
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12. DATA-DRIVEN DECISION MAKING: SEARCH
MAPPING A GLOBAL CRISIS12
0
50000
100000
150000
200000
250000
300000
Mar 2015 Apr 2015 May 2015 Jun 2015 Jul 2015 Aug 2015 Sep 2015 Oct 2015 Nov 2015 Dec 2015 Jan 2016 Feb 2016
asylum refugees migration refugee migrants immigrant migrant immigrants asylum seekers

13. DATA-DRIVEN DECISION MAKING: HEAT MAPPING
MAPPING A GLOBAL CRISIS13

14. DATA-DRIVEN DECISION MAKING: SESSION TRACKING
MAPPING A GLOBAL CRISIS14

15. DATA-DRIVEN DECISION MAKING: A/B TESTING
MAPPING A GLOBAL CRISIS15

16. DATA-DRIVEN DECISION MAKING: A/B TESTING
MAPPING A GLOBAL CRISIS16

17. DATA-DRIVEN DECISION MAKING: SOCIAL
MAPPING A GLOBAL CRISIS17

18. DATA-DRIVEN DECISION MAKING: SOCIAL
MAPPING A GLOBAL CRISIS18

19. DATA-DRIVEN DECISION MAKING: SOCIAL
MAPPING A GLOBAL CRISIS19

20. MAPPING A GLOBAL CRISIS – WHERE WE GO FROM HERE
MAPPING A GLOBAL CRISIS
• Choice of language critical - not using international law and policy language
but everyday language that connects people as human beings and
capitalises on commonalities rather than differences
• Tone matters – for refugees the content audiences are now acting on is
positive not sad, or presenting refugees as victims
• Focusing on external environment
: monitor and join conversations that are already happening and inject
Amnesty messages rather than putting our messages out there and
expecting others to engage with us.
: looking for the story behind the story, what does Amnesty add to the wider
picture
• Audience centred comms – identifying audience (demographics), where
they are having conversations, what they are saying is the starting point
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21. THANKS.